How can clients choose the best PR agency and establish a partnership that constantly delivers?
Nazly Shamel: The most intangible, but highly crucial element in selecting the right PR agency is chemistry – just like a great tennis rally, both parties must be compatible.
Pay attention to this from the get-go, the team’s passion, energy and willingness to truly understand what matters to you is often the best prelude to a great partnership. This matters because solid results are only a by-product of successful partnerships that are based on open communication, shared ethos and mutual trust. While this is surely not everything, it lays a great foundation.
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On the more tangible end, clients should prioritise agencies that demonstrate a deep understanding of their business, possess strategic thinking capabilities, and exhibit strong writing skills. A proven track record of delivering measurable results and a robust network of media contacts are also essential.
The agency should be a proactive partner, constantly seeking new opportunities and adapting your key messages to evolving trends, while regularly checking in on a weekly basis, even during down-time.
How have recent social media transformations affected your PR strategies?
Yasmine Hamdi: The relentless pace of social media evolution has tremendously widened our horizons, making us more dynamic and agile.
It’s no longer just about media relations; it’s about building and nurturing relationships with diverse audiences on their preferred platforms. Today, it is no longer optional for companies to be online – they need to be active, responsive stakeholders in the digital space and remain relevant in an oversaturated and crowded market.
The rise of short-form video platforms has imposed a shift towards visually engaging content that can cut through the noise.
At Vantage, we’ve embraced a holistic strategy that leverages visual and audio storytelling through compelling, shareable content that resonates with target audiences, while making influencer partnerships a cornerstone of our campaigns, allowing us to amplify our clients’ messages authentically.
Moreover, real-time monitoring and engagement have become essential for managing reputation and capitalising on opportunities.
How will the practice of PR evolve over the next three years?
May Badrawy: Driven by evolving consumer behaviours and the dominating impact of diverse social media platforms, the PR landscape is undergoing a pivotal transformation.
The emphasis on authenticity and transparency will intensify, demanding genuine storytelling and ethical communication. We believe this will result in an array of high-value opportunities that require targeted, data-driven strategies with measurable outcomes.
Networking and stakeholder engagement will become increasingly crucial, and influencer collaboration will become a cornerstone of successful campaigns.
As the lines between PR, marketing and customer experience continue to blur, PR professionals will need to become adept at crafting integrated campaigns that seamlessly blend earned, owned and paid media opportunities.
The integration of emerging technologies, such as AI and virtual reality, will open new avenues for storytelling, audience interaction, and outcome assessment and calibration.
